サービス・マーケティングの問題点と戦略(経営,産業経営の再構築時代)

概要

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The strong tendency towards a service economy has been particularly noticeable in the remarkable development of the Japanese economy during the past 40 years since 1945. Moreover, recent globalization of the economy seems to be further promoting tremendous growth in Japan's service industry which can be described as a postindustrial product or "after-Toyota, after-Panasonic". Any study of services marketing strategy would, naturally enough, be based on a study of the service industry, but here I have started by examining the importance of the service economy and the actual form of the service industry. Next, in order to clarify the service concept I have compared it with the product concept, and examined the problem points in the classification of services, which is one of the objectives of this paper. The second objective of this paper concerns the implementation of strategies in services marketing. For this, I have clarified the similarities and differences between product marketing mix and service marketing mix. Next, I have expanded Heskett's argument as a typical services marketing strategy, and dealt with the process of development of the service concept. The third objective is to examine the increasing importance placed on services strategy by the manufacturing industry in carrying out marketing strategy, which has been described as the "fifth P".
日本大学の論文
1990-02-01